Digital marketing tools

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Presentation used to support a training session run at BCF Technology to embrace digital marketing technologies tools …

Presentation used to support a training session run at BCF Technology to embrace digital marketing technologies tools

BCF technology is a worldwide provider of animal and veterinary diagnostic imaging solutions.

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  • This session is for you. You can ask questions anytime and also should you want to get more information in any of the areas, please let me know and I will expand further in future sessions or will provide you with relevant literature. It is very comprised and therefore it is just a very generic approach to the different tools and best practices. Tried to prepare something relevant with practical examples. I have left some links tools which you can visit in your own time.
  • Sessions agenda
  • Recap: Digital marketing is a tool which can help in achieving the company long term goals by: Listening to what matters to customers which is the most important and basic way to address business development and change. The company doesn’t define what is value, the customer does. Helping in bringing new customers Establishing a two way comms with customers to increase engagement and loyalty Improving processes to meet customer needs The right balance among all this elements have to be defined and remember that the company resources are limited. Digital marketing is just one part of the story Increase customer satisfaction and competitive advantage
  • All these can only be achieved if there is an a strong integrated strategic direction based in proactive planning, not reactive activity as a way to address change. Remember that strategy is long term and tactics is short term.
  • http://www.very.co.uk/chain-handle-bag/718316698.prd?browseToken=%2fb%2f1591%2fo%2f3&prdToken=/p/prod2930043-sku4160454 Can you guess the price of this handbag?
  • Two main ideas: 1. Marketing comms has to be understood as an investment, not an expenditure. You invest in the brand equity which from a customer perspective is the strength of a brand in generating revenue due to the combination between awareness and brand associations, with live in customer minds. 2. Mrk comms promise something which needs to be backed up by the rest of company resources: quality product, strong quality control processes, manufacturing, people, distribution… When this happens, you are rising the brand equity and generating TRUST Internet and WOM comes as a strong player here and punish those which don’t Integrate comms (the promise) and the ability to satisfy customer needs (the response to the promise) If for instance your positioning is having the fastest delivery in the marketing, the company resources must be organized to optimise delivery. Toyota Coke Nike. CEO – If I had to start again I would only keep the brand. You can take machines, money, everything. I keep only the brand and I still win.
  • http://www.webcollage.com/howitworks/contentprocessing.jsp http://www.webcollage.com/documents/casestudies/webcollage_chanel_case_study.pdf
  • The brand equity has to be understood and managed within a context. In our context trust is key to address the risk associated to a high price product and a mainly rational purchase behavior.
  • The starting point is understanding your customer needs. Here you have some tips (some you already know) on how you can use digital marketing to research the market and understand your customers http://farmingforum.co.uk/forums/showthread.php?t=7777
  • http://www.webcollage.com/challenge/purchasedecision.jsp http://www.amazon.co.uk/ http://www.halfords.com/webapp/wcs/stores/servlet/categorydisplay_storeId_10001_catalogId_10151_categoryId_165655_langId_-1
  • http://www.forrester.com
  • http://www.forrester.com/Groundswell/profile_tool.html
  • People approach to internet is proactive. It is an investment of time and therefore companies must understand that the communication has to follow certain rules which are completely different to traditional comms channels.
  • It is therefore not surprising that the back button is the most popular. Users decide what it is relevant for them. People decide to stay or leave your website in just 3 seconds
  • The expected internet today is not the same as 10-15 years ago. If you don’t deliver the expected, you are taking the risk of not being relevant. If you are capable to deliver augmented digital marketing within your context, your are generating a completive advantage.
  • http://www.dominos.co.uk/
  • Keep your promises. Otherwise, you are wasting my time and damaging my confidence in your brand.
  • A correct website proposition must have the correct balance of these 3 elements taking into account your objectives and your context. This is easy to say, however it is extremely difficult to achieve.
  • Most of websites follow these 4 roles or a combination of them. Depending on your objectives, you have to find the right balance.
  • http://www.dominos.co.uk/
  • http://www.bbc.co.uk/
  • http://www.youtube.com/watch?v=5jElSTy2gl8
  • You tube video 2:40 - 6:05 http://www.youtube.com/watch?v=erdEZvOq6wo
  • I will send you more tools as I go along.
  • http://www.solostocks.com/comprar/olla-programable-electrica-erika-modelo-2009-2010-regalo-ecobola-para-lavadora/oferta_3388020.html
  • The main purpose of these exercise is to realize of the importance of: Setting SMART objectives which relate back to all other objectives above within the context of the company strategy. Tools will then be used to achieve those objectives and control methods will be applied to monitor performance to achieve the objectives.
  • Thank you

Transcript

  • 1. Digital Marketing Session 2 6 th May 2010
  • 2. Index
    • Recap from last meeting
    • Introduction
    • Understanding customers
    • Understanding the media
    • Digital Marketing tools
    • Examples on online and offline integration
    • Practical example
    • Questions
    • Feedback
  • 3. Customer cycle 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 1. Target 2. Target 3. Target, communicate 4. Target, communicate 5. Target, communicate 6. Communicate PROCESSES AND PEOPLE COMPETITIVE ADVANTAGE CUSTOMER SATISFACTION ADDING VALUE CUSTOMER NEEDS COMMS MIX 6. ENGAGEMENT … 7. LOYALTY 7. Communicate 8. Communicate 9. Communicate 1 2 3 4 6 5 1. Recap
  • 4. 7 1. Recap Corporate Mission Corporate Objectives Marketing Objectives Marketing Strategy Marketing Communication Objectives Digital Marketing Objectives
  • 5.
      • The mere presence of technology does not result in effective
      • marketing communications. Technology needs to be integrated
      • into not just the overall information systems strategy but also the
      • marketing strategies of organizations. Technology is an enabler
      • and to use it effectively requires integration (Chris Fill 1995)
    “ ” 1. Recap
  • 6. 2. Introduction
  • 7. Brand equity High price Low price High quality Low quality AWARENESS (TOP OF MIND) BRAND ASSOCIATIONS
  • 8. Protecting the brand equity – Chanel case study Partner 1 Partner 2 Partner 3
    • Chanel going online
    • Problem. How to keep brand
    • consistency efficiently and
    • increase sales
    • Solution. Content syndication tool
    Target Target Target
  • 9. Context – B2B
    • Rationale
    • Expensive decision
    • High risk
    • Long decision process
    • Consumer may not be decision maker
  • 10. 3. Understand your customer - Tips
    • Learning about your customers and market
    • Feed alerts - RSS
    • enewsletters
    • Forums
    • Twitter
    • Linkedin
    • Youtube
    • Google analytics
    • Google Adwords
    • Survey Monkey
    • Other tools
  • 11. 3. Understanding your customers 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION Source: http://www.webcollage.com/challenge/purchasedecision.jsp 1 2 3 (4) 5
    • AMAZON
    • HALFORDS
    Examples
  • 12. Internet Source: http://www.forrester.com
  • 13. Visit this tool 3. Understanding your customers Source: http://www.forrester.com
  • 14. Internet 4. Understanding the media
  • 15. 4. Understanding the media
  • 16.
    • On the Internet, the back button is the most popular.
    • People decide to stay or leave a website in just 3 seconds.
    4. Understanding the media
  • 17.
      • Core product
      • Expected
      • Augmented
    4. Understanding the media
  • 18.
    • The expected product:
    • Easy
    • Fast
    • Relevant
    • No intrusive
    • Transparent
    • Visual aspect
    • Direction and clear what to do
    • Always adding value
    4. Understanding the media
  • 19. 4. Understanding the media
  • 20. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION ADDING VALUE 6. ENGAGEMENT … 7. LOYALTY 4. Understanding the media
  • 21. Easy, fast, visually, clear what to do
  • 22. No Relevant, no transparent, wasted my time!
  • 23. Not easy, not fast, poor design, what am I supposed to do?
  • 24. Now, where would you hire a cruise from?
  • 25. Content Functionality Design Objective 4. Understanding the media Finding the right balance
    • For example:
    • Download this
    • Visit this page
    • Fill an app form
  • 26. 4. Understanding the media Website roles Transactional Informational Social Engagement
  • 27. T I S E 4. Understanding the media Website roles
  • 28. T I S E 4. Understanding the media Website roles
  • 29. T I S E 4. Understanding the media Website roles
  • 30.
    • SEM
    • Display advertising
    • eMail
    • CRM
    • Landing page
    • Social Media
    • Content syndication
    • Other tools
    5. Tools
  • 31. SEO PPC Content Organic Paid Paid Long term Immediate Immediate Relevant Relevant Intrusive Measurement Measurement Measurement Market learning Market learning Market learning Highly targeted Highly targeted Targeted 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS 5. Tools SEM – Search Engine Marketing SEO PPC - Content Time Performance
  • 32. SEO PPC M A R K E T S1 S2 Youtube Blog Website Ad Ad Ad Ad Ad Landing page Landing page Landing page Results (Objectives) Result (Objective) Measurement, control, learning
  • 33. Affiliate Marketing Independent Intermediary Direct Short term and immediate Short term and immediate Intrusive Intrusive Measurement Measurement Market learning Market learning Banners, egames Banners, egames Strong branding Strong branding Targeted Targeted 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS 5. Tools Display advertising Time Performance
  • 34.
    • Cost effective
    • Intrusive (different levels)
    • Requires a data base
    • Targeted
    • Measurement and market learning (software/processes required)
    • Short term, medium term, long term results
    • Strong branding possibilities
    • Acquisition, eNewsletter, communication
    • Much more powerful if combined with other comms tools
    1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS PROCESSES 5. Tools eMail
  • 35. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS
    • Stands for Customer Relationship management
    • The main objective is optimise the relationship with
    • customers by providing with customer orientated comms on:
      • Targeted and relevant promotion
      • Service
      • Technical support
      • Relevant information
    • Tools. Phone calls, emails, DM, online chats…
    PROCESSES 5. Tools CRM
  • 36.
    • Generic concept: It is any website page where visitors land
    • You use it:
      • mainly to optimise performance for a concrete objective
      • Sometimes for SEO
    1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS
    • Relevant to target
    • Increase performance
    • People love free things
    For more information watch this video 5. Tools Landing page Content Functionality Design Objective
  • 37. Example
  • 38. Example
  • 39. Example
  • 40. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS
    • It is an amplification of offline communication:
    • More powerful
    • Public
    • Free access
    • Social Media Marketing benefits:
    • Listen market
    • Engage customers
    • Generate awareness
    • Brand building
    • Two-way comms
    PROCESSES 5. Tools Social Media
  • 41. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS
    • Do:
    • Listen and learn
    • Participate in conversations being authentic and adding value
    • Be always transparent
    • Be responsive. Always offer your honest help
    • Use it as a tool to achieve your objectives so plan first, act later. Once you start, it is dodgy to stop.
    • Do not:
    • This is not advertising, don’t use that language. Instead, communicate adding value
    • Don’t hide your intentions. It is dangerous for your brand
    • Don’t get angry or disrespectful
    • Don’t start anything without having a clear idea on what you are trying to achieve
    PROCESSES 5. Tools Social Media
  • 42. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS
    • Tools
    • Traditional social media i.e. Facebook, Myspace, Linkedin
    • Twitter
    • Forums i.e. vetsurgeon
    • Community answers sites i.e. Yahoo
    • Blogs
    • Social bookmarking i.e. Delicious
    • Reviews and ratings i.e. Ciao, Amazon, eBay
    • Photo sharing i.e. Flickr
    • Video i.e. Youtube
    PROCESSES 5. Tools Social Media
  • 43. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS PROCESSES 5. Tools Social Media
  • 44. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS PROCESSES 5. Tools Content syndication
    • Content spread on the Internet
    • The most common one is RSS
    • Services are offered to spread specific content to
    • specific sites. For example
    • Google may not be happy about it
  • 45. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS
    • Google googles
    PROCESSES 5. Tools Other tools
    • Google maps
    • Skype
    • Service chat i.e.www.vodafone360.com/en/web/home/index
    • Google live search
    • Presentation i.e www.slideshare.com
  • 46. 6. Integrating online and offline worlds Examples
    • MORE THAN – Customer area
    • No adding value
    • Consequences:
      • Other processes affected
      • Brand equity
      • WOM
    • DMA – Internet World Expo 2010 direct mail
    • No integration with telephone information service
    • Consequences:
      • Brand equity
      • Loss of efficiency
  • 47.
    • HALFORDS – Website selection tool and store care
    • Different approach
    • Consequences:
      • Brand equity
      • Blurred message – Losing competitive advantage
    6. Integrating online and offline worlds Examples
    • NESPRESSO – Comms campaign, data collection and website distribution channel
    • Clever and coordinated strategy
    • Consequences:
      • High awareness and sales
      • Increased comms
      • Distribution channel
  • 48. BACKGROUND Fernando Torres S.A. is a manufacturer of electric programmable cookers which sells online and through a net of store distributors. The CEO is expecting to grow the business 20% by 2014
    • SITUATION ANALYSIS
    • Assume that the company does not have mayors restrictions in resources.
    • A market research showed that daily users of these cookers are likely to recommend it to an average of 12 family members and friends or even to buy it for them.
    • A market research also shows that some people don’t consider this product that useful because they don’t know all its possibilities and it is only used in specific occasions.
    • The market is in a quick growing stage but competition is starting to rise.
    • Fernando Torres S.A. products are very easy to use, much better than competitors products.
    7. Practical example
  • 49. BUSINESS OBJECTIVES Achieve a 20% business growth for 2014
    • MARKETING OBJECTIVES
    • Increase sales 10% in all strategic segments by 2010
    • Achieve a 80% of customer satisfaction within all strategic segments in 2010
    7. Practical example
    • MARKETING STRATEGY
    • Segmentation, targeting and positioning
      • Business people with lack of time
      • Housewife or househusband with children and social life commitments
      • Positioning. Easy to use cooker to free your time
    • Service and customer experience audit strategy
    • Turn product usage into a day to day essential tool rather than a occasional use one
  • 50. 7. Practical example
    • MARKETING COMMUNICATIONS OBJECTIVES
    • Achieve a 30% of brand awareness for the cooker in both strategic segments by 2010
    • Generate 500 sales of slow cookers every month in 2010
    • Achieve that 75% of customers use the product on a daily basis by 2010
  • 51. 7. Practical example
    • DIGITAL MARKETING
    • Generate 10.000 new visits to the company website every month in 2010
    • Achieve an average time spent on the company website of 3:00 min in 2010
    • Receive 150 orders every month in 2010 through on the company website or landing pages
    • Achieve 100 new followers on Facebook and 75 on Twitter every month
    • Achieve 10 customers reviews every month
    • Website’s call to action (Objectives)
    • Sell (eShop)
    • Sign up to Facebook and Twitter
    • For customers, encourage leaving comments
    • Content
    • Benefits, features, videos and downloadable recipes
    • Share buttons available
    T I S E
  • 52. 7. Practical example
    • DIGITAL MARKETING
    • Generate 10.000 new visits to the company website every month in 2010
    • Achieve an average time spent on the company website of 3:00 min in 2010
    • Receive 150 orders every month in 2010 through on the company website or landing pages
    • Achieve 100 new followers on Facebook and 75 on Twitter every month
    • Achieve 10 customers reviews every month
    SEO PPC Landing pages Facebook. Receipes, tips and competition on best looking dishes of the week. Twitter. Twitting recipes and tips Youtube Sell Website
  • 53. 8. Questions
  • 54. 8. Feedback
    • Was this presentation relevant? Did it add value to you?
    • Was is too fast, too condensed, too basic, too advanced, not clear enough…?
    • What else would you like to learn?
  • 55.